Most entrepreneurs are missing the mark when it comes to building a loyal tribe of followers. The problem is that they continue to focus only on the sale, and they are missing the bigger picture to building a powerful brand.
Traditional advice – whether it comes in the form of books, gurus, or classes – continues to profess that we should be marketing ourselves, capturing attention, creating content to build trust, and then asking for the sale.
While this is part of the recipe for success, it’s missing a crucial ingredient: Building trust and relationships is more than sharing expertise and giving your clients a taste. The secret sauce is in winning over their hearts.
I am going to refer to this principle of winning over your clients’ hearts as the Second Conversion – A Conversion of the Heart.
How Does A Conversion of the Heart Happen?
- First, you must know why you are in business. This means that you have developed a mission statement, and your passion and love for your own business shines through in all that you do. You must be able to convey to others why you do what you do, day in and day out.
- Second, you must stand out from the crowd. Your business needs to play to its uniqueness. What makes you special or unique in the marketplace? Are you the only coach that requires clients to get massages after they have a big win? Are you the only coffee shop who imports the to-die-for-cookies from Lebanon with the pistachios? Spend time learning whatever it is that makes your brand special – it might not even be something you consider to be all that unique. Your uniqueness is more in how you explain why your methodology works than the methodology itself.
- Third, you need to understand your fans, and how to reach them. Who gets the most excited about what you’re currently working on? What do these people love and hate, and what is the best method to reach them (blogs, Facebook, events)? Make sure you take time to understand who your ideal client is because this will help you market your business.
When you build a loyal tribe or fanbase for your business, your clients will really love you and follow you. They will buy your products and consume them. They will keep coming back for more–and will resonate with the way you do things.
Is it time that you started working on The Conversion of the Heart in your brand? Of course it is!
You’re special, and it’s time the world knew about it! Please accept my invitation to a live event I am hosting called “Brand Your Awesome.” I’m going to show you how to pinpoint what makes you awesome, and then how to “bake” that into your brand…so your customers can really sink their teeth into your offerings.